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Effective date: 1 June 2018
Last updated: 30 September 2026
This Privacy Policy explains how Butter.and.fly (“we”, “us” or “our”) collects, uses and protects personal information when you visit or interact with https://www.butterandfly.net (the “Website”).
For the purposes of UK data protection law, Butter.and.fly is the controller of the personal information described in this Privacy Policy.
If you have any questions about this Privacy Policy or how your personal information is handled, you can contact us at:
Email: info@butterandfly.net
Website: https://www.butterandfly.net/contact/
1. Personal information we collect
The information we collect depends on how you interact with the Website.
We may collect:
- your name and email address;
- your website address, if you choose to provide it;
- information you provide when contacting us;
- information contained in comments you submit;
- your IP address;
- browser and device information;
- information about how you use and navigate the Website;
- cookie and similar technology identifiers;
- newsletter subscription information; and
- technical information used for security, spam prevention and website performance.
We do not intentionally collect special category personal data through the Website and ask that you do not provide sensitive personal information through comments or contact forms unless it is necessary.
2. How and why we use your personal information
We process personal information only where we have a lawful basis to do so.
Depending on the circumstances, we may rely on:
Consent – where you have actively chosen to receive newsletters or accepted non-essential cookies or similar technologies.
Legitimate interests – where processing is reasonably necessary to operate, protect, maintain and improve the Website, respond to enquiries, understand how the Website is used, prevent fraud or spam, and maintain the security of the Website, provided those interests are not overridden by your rights and interests.
Legal obligation – where we need to process information to comply with a legal or regulatory requirement.
We may use your information to:
- operate and maintain the Website;
- respond to messages, questions and enquiries;
- manage and display comments;
- send newsletters where you have subscribed;
- understand Website traffic and usage;
- improve Website content, usability and performance;
- maintain security and prevent abuse, fraud and spam;
- troubleshoot technical problems;
- keep appropriate administrative and security records; and
- comply with applicable legal obligations.
We do not sell your personal information.
3. Contact forms and correspondence
The Website uses Jetpack contact forms. When you contact us through the Website, we may collect your:
- name;
- email address;
- website address, if provided;
- message; and
- technical information associated with the submission.
We use this information to read, manage and respond to your enquiry.
Our lawful basis will normally be our legitimate interest in responding to communications sent to us. Where the communication relates to steps requested by you before entering into an agreement, processing may also be necessary for those steps.
Contact form submissions may be processed by Jetpack and Automattic as service providers.
We normally retain correspondence only for as long as reasonably necessary to deal with the enquiry and maintain appropriate records. Some correspondence may be retained for longer where necessary for legal, security, administrative or dispute-resolution purposes.
4. Comments
When visitors leave comments on the Website, we collect the information entered into the comments form as well as the visitor’s IP address and browser user-agent information to assist with spam detection and Website security.
An anonymised string generated from your email address, sometimes called a hash, may be provided to the Gravatar service to determine whether you use Gravatar.
If your comment is approved and you use Gravatar, your profile image may be publicly visible alongside your comment.
Comments and their associated metadata may be retained indefinitely so that we can recognise and manage subsequent comments and maintain the integrity of discussions on the Website.
Information published as part of a public comment can be seen by anyone visiting the relevant page.
5. Spam prevention
We use Akismet to help identify and prevent spam. Akismet is operated by Automattic.
Information processed for spam prevention may include the commenter’s IP address, browser user agent, referrer, Website URL and information submitted through a comment or form, such as name, email address and the content of the message.
We rely on our legitimate interests in protecting the Website, its visitors and our systems from spam, abuse and malicious activity.
6. Newsletter and Mailchimp
Visitors may choose to subscribe to the Butter.and.fly newsletter. Our newsletter forms use Mailchimp services.
When you subscribe, we may process information such as your email address, name where requested, subscription status and information relating to newsletter delivery and engagement.
We use this information to send the newsletter and manage subscriptions.
The lawful basis for sending newsletters to individuals who have subscribed is consent. You can withdraw your consent at any time by using the unsubscribe link included in our marketing emails.
Withdrawing consent does not affect the lawfulness of processing carried out before consent was withdrawn.
After you unsubscribe, limited information may be retained where necessary to maintain a suppression record so that we can respect your request not to receive further marketing communications.
Mailchimp may process personal information on our behalf in connection with the provision, delivery and management of newsletters.
7. Analytics and Website statistics
We may use analytics and statistics services to understand how visitors use the Website.
The Website currently uses services and technologies that may include Google Analytics through Google Site Kit and Jetpack Stats.
Depending on configuration and your cookie choices, these services may process information such as:
- IP address;
- approximate geographical location;
- device type;
- browser;
- operating system;
- pages visited;
- referring website;
- interactions with the Website; and
- dates and times of visits.
We use analytics information to understand Website performance, identify popular content, detect technical problems and improve the Website.
Where analytics technologies require consent under applicable cookie and privacy rules, we rely on your consent.
Where information is processed without using technology requiring consent and the processing is permitted by law, we may rely on our legitimate interests in measuring and improving Website performance.
Analytics information is retained only for as long as reasonably necessary for Website analysis, taking into account the retention settings available through the relevant analytics provider.
8. Google services
The Website may use services provided by Google, depending on the page and Website configuration. These may include Google Analytics, Google Site Kit, Google Tag Manager, Google Maps and Google Fonts.
When these services are loaded, Google may receive technical information such as your IP address, device and browser information and information relating to your interaction with the relevant service.
Google Maps may be used to display maps relating to destinations and other travel content. Google Fonts may be used to provide fonts used in the Website’s design.
Where Google technologies involve non-essential storage or access to information on your device, they should only be activated where the necessary consent has been obtained.
Google processes information in accordance with its own privacy policies and applicable data protection arrangements.
9. Jetpack and Automattic services
Butter.and.fly uses Jetpack features provided by Automattic.
Depending on the feature being used, Jetpack may provide services relating to:
- Website statistics;
- contact forms;
- subscriptions;
- security;
- spam protection;
- Website performance;
- image delivery and content delivery networks; and
- other technical Website functionality.
The information processed by Jetpack depends on the relevant feature and may include IP addresses, device and browser information, Website activity, contact form information and subscription information.
We use these services to operate, secure, maintain and improve the Website.
10. Cookies and similar technologies
Butter.and.fly uses cookies and similar technologies. Cookies are small files or pieces of information stored on or accessed from your device when you visit a website.
We may use:
Strictly necessary cookies to operate the Website, maintain security and provide functions requested by visitors.
Preference cookies to remember settings such as language or other Website preferences.
Analytics cookies to understand how visitors use the Website and measure Website performance.
Third-party cookies and similar technologies associated with services such as Google, Jetpack, embedded content or other features used on the Website.
Where required by law, non-essential cookies and similar technologies are used only after you have provided the relevant consent.
You can change or withdraw your cookie choices through the Website’s cookie controls where available. You may also configure your browser to restrict or delete cookies, although doing so may affect some Website functions.
Further information about individual cookies and their duration should be provided through the Website’s cookie settings or Cookie Policy.
11. Affiliate links
Some content on Butter.and.fly may contain affiliate links.
If you click an affiliate link and subsequently make a booking or purchase from the third-party provider, Butter.and.fly may receive a commission. This normally does not increase the price you pay.
Affiliate URLs may contain identifiers that allow the relevant provider or affiliate network to recognise that a visitor was referred by Butter.and.fly.
When you follow an affiliate link, you leave Butter.and.fly and become subject to the privacy and cookie practices of the third-party website.
The affiliate provider may use cookies, tracking parameters or similar technologies on its own website to attribute a qualifying booking or purchase to Butter.and.fly.
We may receive reporting relating to affiliate clicks, referrals, bookings or commissions. We do not receive your payment card information merely because you use an affiliate link.
Where content contains affiliate links, we also aim to identify the commercial nature of those links clearly within the relevant article.
12. Social media and sharing features
The Website may include links, buttons or sharing functionality relating to third-party social networks and services.
These may include services such as Instagram, Pinterest and other social platforms.
If you interact with these services, the relevant third party may collect information about your interaction and may be able to associate it with your account on that service.
Your interaction with those services is governed by the privacy policies of the relevant third party.
13. Embedded content and external services
Articles on the Website may include embedded or externally hosted content such as maps, images, social media content, videos or other third-party resources.
Embedded content may behave in a similar way to visiting the third-party website directly.
Those services may collect information about you, use cookies or similar technologies, and monitor your interaction with the embedded content.
Where consent is legally required before loading non-essential embedded technology, we aim to obtain that consent before the relevant technology is activated.
14. WPML and Website translations
Butter.and.fly uses WPML to provide multilingual Website functionality.
WPML may use cookies to identify the visitor’s current language, previously selected language and related language preferences.
Certain WPML features may also communicate with WPML services in connection with Website administration and translation.
Information relating to Website administrators or translators may be processed when translation-management services are used.
15. Media
If visitors are permitted to upload images to the Website, they should avoid uploading images containing embedded location information such as EXIF GPS data.
Other visitors may be able to download publicly available images and extract location information contained in those files.
16. Links to other websites
Butter.and.fly contains links to websites that are operated by third parties.
When you follow an external link, the third party’s own privacy and cookie policies apply.
We do not control the privacy practices of third-party websites and encourage you to review their privacy information before providing personal information to them.
17. Service providers and recipients of personal information
We use third-party service providers to operate and support the Website.
Depending on how you interact with the Website, personal information may be processed by categories of recipients including:
- website hosting and infrastructure providers;
- Automattic and Jetpack;
- Akismet;
- Mailchimp;
- Google;
- Website security and performance providers;
- email service providers;
- analytics providers; and
- professional advisers, regulators, authorities or other organisations where disclosure is required by law.
We only disclose personal information where there is an appropriate reason to do so.
18. International transfers
Some of the service providers used by Butter.and.fly operate internationally or use infrastructure located outside the United Kingdom.
As a result, personal information may in some circumstances be processed in countries outside the UK.
Where UK data protection law requires safeguards for an international transfer, we rely on an appropriate transfer mechanism available under UK law. Depending on the provider and destination, this may include UK adequacy regulations, the UK International Data Transfer Agreement, the UK Addendum to approved Standard Contractual Clauses, or another legally permitted safeguard.
Further information about the transfer safeguards used by individual service providers can be obtained from their respective privacy and data-processing documentation.
19. How long we keep personal information
We do not keep personal information for longer than reasonably necessary for the purpose for which it was collected.
Retention periods depend on the type of information and why it is being processed.
In general:
- comments and associated metadata may be retained indefinitely unless removal is appropriate;
- newsletter information is retained while you remain subscribed, with limited suppression information potentially retained after you unsubscribe;
- correspondence is retained for as long as reasonably necessary to manage the enquiry and related records;
- analytics information is retained according to our analytics needs and the retention settings of the relevant provider;
- security and technical logs are retained for periods appropriate to security, troubleshooting and abuse prevention; and
- information may be retained for longer where necessary to establish, exercise or defend legal claims or comply with a legal obligation.
We periodically review whether information still needs to be retained.
20. Security
We take reasonable technical and organisational measures designed to protect personal information from accidental loss, unauthorised access, alteration, disclosure or misuse.
However, no method of transmitting or storing information online can be guaranteed to be completely secure.
21. Your data protection rights
Depending on the circumstances and the lawful basis relied upon, UK data protection law may give you rights including:
- the right to be informed about how your personal information is used;
- the right to request access to personal information we hold about you;
- the right to request correction of inaccurate or incomplete information;
- the right to request deletion of your personal information in certain circumstances;
- the right to request restriction of processing in certain circumstances;
- the right to data portability where applicable;
- the right to object to certain processing; and
- the right to withdraw consent where processing is based on consent.
You have the right to object to processing based on legitimate interests in certain circumstances.
You also have an absolute right to object to the use of your personal information for direct marketing. If you withdraw consent, this will not affect processing that was lawful before the withdrawal. To exercise your rights, contact: info@butterandfly.net
We may need to verify your identity before responding to a request. These rights are subject to conditions and exemptions under applicable data protection law.
22. Complaints
If you have concerns about how Butter.and.fly handles your personal information, please contact us first at info@butterandfly.net so that we can investigate the matter.
You also have the right to complain to the Information Commissioner’s Office (ICO), the United Kingdom’s data protection regulator.
Information about how to raise a concern is available on the ICO website at: https://ico.org.uk/
23. Automated decision-making
Butter.and.fly does not use personal information to make solely automated decisions that produce legal effects or similarly significant effects on visitors.
24. Children’s privacy
Butter.and.fly is a general travel website and is not specifically directed at children.
We do not knowingly seek to collect personal information from children through the Website.
If you believe that a child has provided personal information through Butter.and.fly in circumstances where it should not have been collected, please contact us at info@butterandfly.net so that we can review the situation and take appropriate action.
25. Changes to this Privacy Policy
We may update this Privacy Policy from time to time to reflect changes to the Website, the services we use or applicable legal requirements.
When we make changes, we will update the “Last updated” date at the top of this page. Material changes may also be highlighted on the Website where appropriate.
26. Contact us
For questions about this Privacy Policy, requests relating to your personal information or other privacy matters, contact:
Butter.and.fly
Email: info@butterandfly.net
Website: https://www.butterandfly.net/contact/